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DEMOGORGON.
BEER BRAND DESIGN
DESIGN BY RUI WANG 2020
OVERVIEW
PROJECT DESCRIPTION
“DEMOGORGON” is a beer brand that is based on the TV series, “Strange Things”.
PROJECT PURPOSE
Every brand needs an identity–identity is a total experience - not only a visual one. A brand's identity is the organizational DNA represented aesthetically in a look and feel. A brand mark (or logo), the single most important mark and heart of the brand embody what a brand stands for. It is the simplest expression of the business - its purpose and reputation. The mark you create, along with the tone and voice of your brand must reinforce the value and purpose of your brand and speak to your target audience.
TARGET AUDIENCE
Millennials and GenZ who have work stress or need alcohol to relieve mental stress.
OUTCOMES
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LABLE DESIGN (8 X 5 INCH) FOR 12oz CAN BEER
THERR FLAVOR 12oz CAN BEER
6-PACK PACKAGE DESIGN (8.25 X 5.625 X 5 INCH)
IN-STORE POSTER
Describe your image
IN-STORE POSTER
IN-STORE POSTER
Describe your image
IN-STORE POSTER
Describe your image
1/4
IN-STORE ADS DESIGN
Magazine
Magazine
Magazine
Magazine
1/3
PRINT ADS DESIGN
ADVERTISING CAMPAIGN
As technology advances, millennials are more closely connected with new technologies. The advertising campaigns try to use new Augmented reality (AR) technology to attract target customers. Hope to attract more millennials from the novel AR technology. Customers can get different offers and rewards by scanning characters. The campaign includes three steps.
STEP 1: Find the target beer characters
STEP 2: Use the ROAR App to scan target beer characters
STEP 3: Get beer information, coupon, and gift
All Videos
Watch Now
VIEW THE DEMONSTRATION VIDEO
PROCESS
CONCEPT
The concept comes from the TV series “Strange Things.” Stranger Things is set in the fictional rural town of Hawkins, Indiana, during the early 1980s. Stranger Things has attracted record viewership on Netflix and has a broad, active, and international fan base. The brand combines the Strange Things storyline and the millennials who need alcohol to release pressure, establishing a unique brand identity.
TONE OF VOICE
Fear; Mysterious; Supernatural; Villain; Relieve Stress, Monster.
STORYLINE
The storyline revolves around the three villains that appeared in the Strange Things. Use them as a brand inspiration.
Demogorgon
The Demogorgon, also known as the Monster, was one of the main villains of the first season of Stranger Things.
Mind Flayer
The Mind Flayer, also known as the Shadow Monster, is the main villain of Stranger Things (the second season).
Dartagnan
D'Artagnan, commonly referred to as Dark, is the hidden and true secondary villain of Stranger Things.
TAEGET AUDIENCE
Ages 24-39, Millennials who have work stress or need alcohol to relieve mental stress.
BREWERY NAME
There are two meanings for the beer name Demogorgon. One is A mysterious spirit or deity often explained as a primeval creator god who antedates the gods of Greek mythology. Another meaning is the name of the monster in Stranger Things.
COLOR PALETTE
#1A1449
#006837
#E42320
#000000
TYPE STUDY
Balboa-Bold
ABCDEFGHIGKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz
Deformation
LOGO SKETCH
There are two meanings for the beer name Demogorgon. One is A mysterious spirit or deity often explained as a primeval creator god who antedates the gods of Greek mythology. Another meaning is the name of the monster in Stranger Things.
* The logo finally gets four color schemes, which can be selected according to different usage scenarios.
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